英國和愛爾蘭的購物者不太關心他們購買的衣服是否可持續，因為它們不提供有形的好處, 至少根據最近的一項調查.
工作服巨頭 Alexandra 進行的民意調查詢問了消費者對可持續服裝的重視程度, 大多數人認為它是價格和舒適度的事後考慮.
這些結果可能涉及價格較高的永續服裝品牌，這些品牌以環保為重點作為其獨特的賣點，因為它們很容易被更便宜的競爭對手擊敗.
環保服裝
購物者關心永續服飾嗎?
亞歷山德拉道德調查結果表明，英國和愛爾蘭購物者在購買新服裝時並不優先考慮永續服裝.
當被問到時, 「買衣服的時候, 你的主要決定因素是什麼?” 消費者將環境影響排在八個可能選項中的第四位, 僅與 7.1% 認為這是最重要的一點.
反而, 如下列出的完整結果所示, 購物者查看“價格”, ‘Comfort’ and ‘Quality’ as more important deciding factors than a garment’s ‘Environmentally friendliness’:
Survey results
‘Environmental impact’ is well down the list of consumer concerns, with ‘Quality’ the priority of nearly 3x as many shoppers and both ‘Comfort’ and ‘Price’ between 4-5x as important.
These results are consistent with the answers from another question in the poll. 當被問到時, ‘How important to you is it that a garment is sustainable?’59% of respondents ranked it from ‘Somewhat important’ to ‘Not important at all’.
The age of respondents seems to make the difference between giving sustainability a second thought or not. 例如, 18-24s were the most likely group to rank sustainability as ‘Not important at all’, whereas 45-54-year-olds tend to believe it’s ‘Somewhat important’.
So while the consensus is that ‘Environmental impact’ is not a big concern for around 93% of people when purchasing new garments, of that 93%, middle-aged consumers are most likely to consider shopping sustainably.
Why aren’t more consumers shopping for sustainable garments?
The sustainable and ethical survey results show that price is likely why more consumers aren’t choosing sustainable fashion.
‘Price’ is the most important deciding factor when purchasing clothes for nearly one-third of UK & Irish shoppers.
然而，價格在某種程度上是環保時尚產業的致命弱點，因為他們的衣服往往因為高標準而更昂貴.
許多永續品牌的目標是使用零殘忍的供應鏈和回收材料, 支付生活工資並改善工作條件，同時生產減少浪費和用水的服裝.
生態服裝符號
這些目標的成本通常反映在其貨架上, 使它們的價格比非永續品牌高得多，並使許多消費者無法負擔.
大多數購物者要么猶豫不決，要么猶豫不決，這一事實證明了這一點 (38.2%) 或“不太可能” (20.6%) 當被問到時, ‘How likely would you be to purchase a sustainable garment if it were more expensive than a non-sustainable equivalent?’. An answer you’d expect to be more in sustainability’s favour if consumers were serious about deliberately choosing eco-friendly clothing.
Wealthier consumers further demonstrate the point. 例如, respondents who weren’t concerned by price when buying clothing were 22% more likely to agree it’s important to buy sustainably, which suggests people who have the money will shop sustainably where they can, and price is a barrier for most.
然而, even in this circumstance, those who would purchase a sustainable garment over a cheaper non-sustainable alternative tend to do so because they believe it’s more likely to be higher quality, not primarily due to its eco-friendly credentials.
What do the workwear survey results suggest?
These results suggest that the real problem with sustainable clothes is that they don’t offer tangible benefits to the consumer.
Clothes that are comfortable, cheaper or higher quality offer consumers benefits they can experience day-to-day. Whether that be in the way they feel while wearing them, the money they have left in their pockets or the durability of the garments they purchase.
Meanwhile, eco-friendly options don’t offer immediate, real-term benefits in themselves and instead rely on the good feeling purchasers might experience for having done right by the environment.
Environmentally friendly clothing
What should eco-friendly manufacturers do?
44.4% of British & 愛爾蘭購物者每三個月至少購買一次服裝, 這意味著生產針對消費者需求的產品的製造商有很大的市場.
當被要求定義永續服裝的含義時, 「更耐用的衣服」是被選中最多的單一答案 (27.5%). This is good news for the industry because it suggests people believe sustainable clothing is of higher quality than non-sustainable alternatives and gives manufacturers a marketing angle to use to their advantage.
而且, 消費者想要高品質的產品. 與‘價格’ (29.5%) 和“品質” (19.7%) 在購物者優先考慮的清單上分別排名第二和第三, 這表明大多數消費者都在尋找物有所值的服裝.
所以, 如果永續品牌能夠創造持久的品牌, high-quality clothing that competes on price while remaining eco-friendly, they’d be on the path to success.
